Double Eleven Consumers Pay Attention To Clothing Shoes And Hats, Calling Themselves Impulsive Consumption.

In November 11th, the life that originally represented the interest of the campus culture was from 2009 to now.

They have molded into a "online shopping Carnival", attracting many consumers, especially young people.

Some people are excited because they buy discounted goods. Some people become "chopped hands" because they spend too much money.

Last week, the China Youth Daily Social Survey Center conducted a survey of 1530 people by means of a questionnaire network. 56.1% of the respondents planned to buy online double eleven this year. 24.4% of respondents said they belonged to the "chopped hands" of online impulse spending. For the "double eleven" 54.2% respondents, they were most worried about false propaganda and false price.

56.1% of respondents intend to buy online on "double eleven".

Li Li, a foreign company working in Beijing, recently took the "double eleven" red envelope on his way to work every day.

She said that every few days, whenever she was free, she would pick the computer carefully before putting it into the market.

Vehicle.

For this year's "double eleven", she said "very much looked forward to", "that day will go home as early as possible and prepare to stay up late to rush to buy."

According to the survey, 56.3% of respondents expressed the expectation of this year's "double eleven", 34.9% of respondents had a general attitude, 6.3% of respondents did not expect it, and 2.5% of respondents had some antipathy towards "double eleven Online Shopping Festival".

Fang Luna, who lives in Zhengzhou, has added more than 40 items to the shopping cart. She thinks she has a "dispensable" attitude towards "double eleven". "If you can't get that day, you won't have much regret."

In the survey, 56.1% of respondents planned to buy online during the "double eleven" promotion period, while 16.9% of respondents did not intend to do so, and 27% of respondents said it was not easy to say.

What items do respondents want to buy in "double eleven"? The survey shows that clothing, shoes and hats are ranked first (51.6%), followed by digital and household appliances (50.6%), followed by: food, beverages and liquor (29.6%), books and audio-video (20.3%), cosmetics, personal care (20%), luggage category (11.7%), maternal and child toys (8.8%), medical and health care (5.2%), etc.

Unlike the "double eleven" in the past year, there are more overseas direct mail products in Yu Li's shopping cart.

She said that at present, household supplies are enough to buy luxury luxuries and household appliances at the time of "cheap mail".

"Some foreign brands are also moving into China's e-commerce platform, which is more convenient for them to buy."

24.4% of respondents considered themselves to be "chopped hands" on impulse consumption online.

After attending the "double eleven Online Shopping Festival" last year, Lu Fei, who studied in Zhejiang, said that he would not join in the fun this year.

"It took a lot of energy to pick up for a long time, only to find that the purchase rules were very complicated, for example, some commodities were involved in activities, some were not involved.

Why do we need to save this money? "He said.

But Wu Jing, who works in Xi'an, thinks that the money of "double eleven" online shopping provinces is not just "one point".

She introduced that she bought a coat last year, and the selling price of the entity store was 600 yuan. When the "double eleven" discount was offered, the official flagship store price of the brand was only 369 yuan.

"It's a lot cheaper. Why not buy it?"

The survey showed that "cheap and needed for the moment" (49.6%) became the main reason for respondents to participate in the "double eleven Online Shopping Festival".

Other reasons include: "sales promotion is big, no shopping is lost" (40.7%), "casual look, want to buy, buy" (25.2%), "satisfy consumer desire" (19.3%), "shopping atmosphere influence, catch up with the trend" (13.3%).

Yao Jianfang, assistant analyst at the China Electronic Commerce Research Center, believes that the "double eleven" is a shopping craze initiated by various e-business providers. As consumers, some special benefit marketing methods are irresistible, and more consumers are driven by price to choose and buy.

According to the survey, 30.7% of respondents fear that "double eleven" will impulsive consumption and regret buying.

Yu Li admitted that he was a person who looked at online shopping bills and howled "buy and chop hands". "Sometimes we can see that cost-effective products can not help but will buy more for the sake of mail."

Wu Jing, who is also worried about his impulsive consumption, says that this year's "double eleven" will keep a close watch on the wallet, lock in goods and shops ahead of time, and not look at other advertising campaigns. "Otherwise, the credit card account at the end of the month will surely be dumb."

In the survey, 24.4% of respondents thought they belonged to the "chopped hands" on impulse consumption online, 54.8% of them thought they were not, and 20.8% said they could not speak.

How to avoid "chopping hands" during the "double eleven" period? 61.7% of the respondents suggested that they should be cautious in judging and buying again, and not follow suit. 45.2% of respondents thought that more consideration should be given to the practicality of the goods. 44.6% of the respondents indicated that they should lock in the target ahead of time, goods three, and 21.8% of the respondents wake up to think about the purse before buying.

Yao Jianfang suggests that you can make a good shopping list in advance, avoid the peak of trading, and choose to buy in advance or postpone.

"Double eleven day" price is not necessarily the cheapest, and the overall shopping experience may not be very good.

False propaganda and false price are the biggest concerns of respondents' "double eleven" online shopping.

In October 29th, the Executive Council of the State Council proposed to support the development of online shopping and the distribution of rural electricity providers, while improving the consumption environment and letting the masses "wish" to spend.

What are the most worrying questions of respondents in the "double eleven" online shopping? The survey shows that 54.2% of respondents worry about false propaganda and false price, and 43.3% of respondents fear that the warehouse will be delayed and the goods are delayed. 33.5% of the respondents worry that the website and payment system will be paralyzed. 32.5% of the respondents are worried that the pre-sale goods can not be returned seven days unconditionally, and 16.9% of the respondents are worried about Internet fraud.

"Before buying a U disk is a fake.

After consulting with the seller, he told me to return.

After returning, the seller closed the store.

The last is the refund of the third party platform's deposit.

This online shopping experience made Wu Jing laugh and cry. "Although there is no money loss, the user experience is very poor."

In response to this situation, Yao Jianfang suggested that consumers should read the labels and instructions of the sellers when buying, and keep good shopping vouchers so as to give evidence when they complain.

Sellers should also operate in good faith, do not sell fake or inferior goods through promotional opportunities, and at the same time improve the user experience of goods after sale and replacement services.

Liu Junhai, director of the Institute of commercial law of Renmin University of China, believes that no return of goods (no return for 7 days) is becoming a new focus of online shopping rights protection.

The right to return is not only beneficial to consumers, but also beneficial to enterprises.

Consumers do not experience better returns, they will expand their consumption and increase their market share.

This is a win-win move.

But some enterprises only see short-term interests, and do not see long-term, intangible assets interests.

In response to the concerns of consumers, SAIC interviewed in October 31st.

Jingdong mall, shop No. 1, suning.com, Amazon and other 10 e-commerce enterprises, asked to guard against the use of first price rise after the price of the method of fictitious preferential sales, to ensure that "7 days no reason to return" and other legal provisions have been effectively implemented.

Yao Jianfang believes that prices are a major factor affecting consumer choice.

"But in the next stage of e-commerce market, the choice of consumers will not only be affected by price factors.

Some services, including the convenience of logistics and the overall flow experience, are the most important factors that affect consumers. "